Audience Tracking

Media market research technique to monitor and learn how customers access and use media (e.g., television viewing, website activity).

The movement to digital convergence provides marketers with the basic resources needed to monitor users’ activity, namely, digital data. Any media outlet that relies on computer technology to manage the flow of information does so using electronic signals that eventually form computer data.

In simple form, electronic data is represented by either an "on" or "off" electronic signal. In computer language this is further represented by two numbers "0" and "1" and, consequently, is known as digital information. All digital information can be stored and later evaluated.

For media outlets delivering information in digital form, the potential exists for greater tracking and matching this with information about the person receiving the digital data. And tracking does not stop with what is delivered; it also works with information being sent from the customer.